Riccardo Tisci Is Switching Up Burberry’s Release Strategy

by MR Magazine Staff

Change is already afoot at Burberry. Following Riccardo Tisci’s appointment as chief creative officer in March 2018, the brand announced last week that it would be collaborating with Vivienne Westwood on a capsule collection launching in December. Today came the news that the collaboration is part of a larger strategy of exclusive drops, with the designer releasing a limited-edition capsule collection as part of his hotly-anticipated debut show. Designed to keep product fresh and the delivery cycle fluid, the strategy will focus on frequent releases of new product throughout the year. An evolution of Burberry’s see-now-buy-now model, it fulfills CEO Marco Gobbetti’s promise earlier this year of increasing the number of drops throughout the season. Read more at Vogue.